Drink Saavy: How to have a good night out

Sashi Kumar

Campaign details

Brand owner: Heineken Asia Pacific
Lead agency: Grey Group Singapore and Yolk
Brand: Drink Saavy
Country: Cambodia, Indonesia, Singapore, Thailand and Vietnam
Industry Drink industry, market
Channels used: Earned media, buzz, Internet - display, Internet - microsites, Online video, Other and ambient media, Public relations, Social media, Word of mouth, advocacy
Media budget: Up to 500k

Executive summary

This case study describes Heineken's novel approach to promoting awareness of responsible drinking initiatives – modelling positive behaviour, involving all facets of the hospitality industry, and recruiting both responsible and at-risk drinkers across South-East Asia.

Known for being savvy marketers, Heineken Asia-Pacific (HAP, formerly Asia Pacific Breweries) somehow failed to make much headway when it came to promoting awareness of their own responsible drinking initiatives.